The end of digital marketing as we know it

In a constantly evolving marketing world, it seems that every day an existing trend or channel is declared dead or irrelevant for the modern-day marketer. But as the digital revolution continues to take over every platform and medium it comes face to face with ⁠— perhaps it’s time to acknowledge that they’re not becoming redundant but are instead evolving. Rather than drawing a line down the middle of traditional and digital marketing; with print, TV and radio firmly on one side, and any online marketing activities on the other, it’s time to consider their full integration. Earlier this year, in an interview with Think with Google, Marie Gulin-Merle, Chief Marketing Officer for Calvin Klein and Chief Digital Officer of PVH, made a controversial statement.

“It’s misleading or very duplicative to talk about traditional marketing and digital marketing.”

When it comes to putting customers at the heart of your strategy, Gulin-Merle is right. The customer journey has evolved, and non-marketers don’t think of brand experiences in terms of digital and offline. If they come across a print, TV or radio ad they like and visit a physical store, that doesn’t mean their journey will stop there. They will likely also conduct research online; read your content marketing material, sign up to an e-newsletter, follow your social media channels, watch your educational videos and search for reviews. If the online world and the traditional approaches don’t seamlessly align, your customer’s experience becomes disturbed.
In fact, misalignment of marketing channels can stunt personalization efforts. According to CMO, only 1% of marketers believe they are delivering a consistent, personalized, relevant experience across all channels. It’s time to blur the lines once and for all, using digital to advance approaches across the board.

To truly merge online and offline brand experiences in B2B marketing, businesses need to create consistency across all touchpoints. MarketingSherpa found that 72% of adults prefer to communicate with companies digitally. According to SDL, 60% of millennials expect consistent brand experiences; whether they’re in store, online, or over the phone. And, BigCommerce found 25% of consumers have made online purchases while standing in a physical store. So, no matter where your leads, prospects or customers are receiving your communications, they need to be in-line with each other. Ensure you have an integrated marketing strategy in place that accurately reflects your brand values, your marketing objectives and fully incorporates all the channels and technology you will use.

Today, user journeys don’t stop. As consumers, we rarely ‘log off’. Consider this when designing your marketing plan — and like the integration of digital and analogue approaches, ensure your teams integrate seamlessly, too. Outline objectives and include technology from the beginning. The only way to futureproof your tactics is to transform them with digital technology. Make use of quality data, gain audience insight and give your customers the experience they want to ensure loyalty, retention and reduce the risk of churn. This is where personalization adds significant value to your marketing efforts, and in turn, changes the face of mass marketing. According to Econsultancy, 81% of leading marketers agree that machine learning will be critical for personalized customer experiences. While we said that pronouncing marketing tactics dead isn’t always true, it’s fair to say that mass marketing has been proving less effective and has evolved into a more personalized approach. A one-size-fits-all strategy no longer works, and creating individual experiences is crucial.

Interestingly, CMO found that almost half of marketers feel they lack the necessary talent, technology and processes to master omnichannel marketing. There are hordes of available software solutions and marketing tools to help supercharge your integrated marketing communication approach. Don’t forget to use the data you acquire through online channels to fuel your offline marketing. Gain insight into consumer behavior and demographics and use this to run a direct mail campaign or choose the style of print advertising you display. Find out through online research and social posts what your key decision makers are reading, watching, listening to and talking about, and use this to make educated advertising decisions.

According to the E-Tailing Group, increasing personalization across more channels can increase overall consumer spending by up to 500%. Website personalization is the final piece of the puzzle when it comes to personalizing user journeys and customer experiences. Webeo is changing the face of B2B websites as we know them. Our software tailors site appearance based on the business IP address of the visitor. It works in real time, editing the appearance, content, language and welcome message of your website. Position yourself as a leader in your lead’s industry with relevant content and messaging. Improve your customer journey from start to finish and streamline your offline and online touchpoints with the perfect website for every visitor. Discover Webeo and book your demonstration.

B2B organizations should step up as demand for personalization grows

“Business buyers don’t go to work and forget what they do as humans.  There’s a new normal that blurs the line between B2B and B2C.  They just want things personalized.  More successful companies are looking and prioritizing things like understanding customers’ evolving behaviors and preferences to design more meaningful engagement opportunities,” — Brian Solis, Author and principal analyst at Altimeter Group.

Personalization isn’t a brand new idea.  Consumer brands have been leading the way in personalized marketing for years — with e-commerce giants like Amazon, and streaming sites like Netflix, Pandora and Spotify leading the way.  B2B organizations are, unfortunately, significantly behind the curve when it comes to offering customers a personalized experience.  But, it’s crucial that we realize it’s not a new concept for B2B, either.  In fact, in a 2018 LinkedIn article by award-winning global content creator, Alexandra Rynne, personalization was declared the ‘new normal’.  And, according to Epsilon, 80% of customers are more likely to purchase a product or service from a brand that provides personalized experiences.  So, if you want your B2B organization to stay ahead, then it’s time to start taking personalized marketing more seriously.

Rynne’s article goes on to state that by treating customers like ‘humans rather than accounts’, B2B marketers will earn ‘business and loyalty’.  And we couldn’t agree more!  In an era of personalization, there is no longer an excuse for mass marketing.  The stats say that it doesn’t work — according to Pure360, only 8% of survey respondents said they’d be encouraged to engage with a brand that addressed them by name.  And, Infosys found that 31% wish their shopping experience was more personalized.  For your business to succeed, you need to turn customers into dedicated fans by creating a real connection.  And, it has to be consistent across all channels, too.  Whether you use account based marketing, segment your audience based on their industry, or choose to adopt a personalization software like Webeo, it’s all about creating a simple and enjoyable online experience for everyone.

InstaPage found that 74% of customers feel frustrated when website content is not personalized.  B2B decision makers are busy people.  They’ll often have a lengthy list of things to do, so if they land on a website that doesn’t meet their needs, it’s less than likely they’ll be hanging around.  Personalized marketing aims to engage leads at every touchpoint — from opening an email and reading a piece of content through to making that crucial conversion.  Outside of work, they will still make online purchases.  They’ll be used to receiving tailored marketing communications from the likes of Amazon.  Why should their B2B buyer experience be any different?  B2B marketers — it’s time to step it up!

“Think human-centered, not buyer-centered.” — Brian Solis, Author and principal analyst at Altimeter Group.

Maximize your personalization efforts to improve user experience and watch your customer relationships grow stronger than ever before.  Thanks to improved content relevance, you’ll see more conversions too.  Tie website personalization into a wider personalization strategy and drive engaged traffic through email, content marketing, social media and paid digital advertising.  The more targeted and personal your campaigns, the better quality outcome.  Did you know that personalized email campaigns are 26% more likely to get opened, according to Campaign Monitor?  And, according to Harvard Business Review, customers who felt content was tailored to their specific needs were 40% more willing to buy from that supplier.  Rynne is right. ‘Smarter targeting’ is the key to delivering the ultimate in personalization.

Personalization should be a well-oiled machine.  Every communication should be tailored to individual business needs, aiming to drive the user back to your website.  Once they land on your site, website personalization should be the final piece of the puzzle.  According to InstaPage, 39% of marketers say their biggest personalization challenge is having enough data, and 38% say it is inaccurate data.  That’s where Webeo comes in.  Our personalization software uses the global leading database of business IP addresses.  So, you don’t have to worry about a lack of data.  And, our data goes through extensive verification processes to ensure it’s high-quality, accurate and up-to-date.  Then, it’s up to you to decide on how to use the software — whether a simple nod to the visitors’ industry through imagery or language, or a highly-personalized experience for an ABM account or existing client.

Webeo is the personalization software changing the B2B website experiences as we know it.  When a visitor lands on your site, Webeo presents a dynamic website personalization based on the business your visitor is from.  This way, they’ll receive an entirely bespoke and unforgettable experience.  With our easy-to-navigate software, users can change the imagery, content and language used on their site, and greet visitors by business name.  Enhance your CRO, improve your SEO ranking, reduce your bounce rate and get the most out of your B2B website.  According to Econsultancy, 80% of organizations report an uplift since implementing personalization.  Join them in their success and discover the power of personalization. Book your demonstration today.

Are website personalization tools just a gimmick? – The stats say “no”

“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” – David Meerman Scott.

People love personalization.  Whether it’s buying commercial products, streaming digital content or selecting a B2B organization for a business — the power of online personalization goes along way. But is it all just a fad? In the fast-paced digital world, the next big thing is only ever around the corner. Is personalization a short-lived gimmick, or is it here for the long-haul? There are hundreds of stats — and a sea of satisfied Webeo customers — that suggest site personalization isn’t disappearing anytime soon. In fact, it is likely to get bigger, better and faster than ever before.

Here are 10 stats that prove personalization is here to stay — and why you risk falling behind if you don’t embrace website personalization software for your business.

1. According to Instapage, almost three quarters of customers feel frustrated when the don’t see personalized website content.

After spending valuable time and money drawing prospects to your website with marketing materials and communications, the last thing you want to do is give them a frustrating experience!  A personalized web experience is the final piece of the personalization puzzle.

2. Econsultancy found that 80% of companies reported an uplift since implementing personalization.

Personalization can enhance a number of website elements that could be a part of your wider marketing strategy — from decreasing bounce rates and improving CRO to skyrocketing website optimization.

3. Even basic personalization can give an uplift of 8%, according to Fresh Relevance.

Sometimes simple personalization is all it takes — and it seems that even the most basic of personalized marketing sees results.

4. According to Infosys, 31% of consumers wish their shopping experience was more personalized than it currently is.

While basic web personalization still sees results, for the ultimate success, businesses need to take it up a notch.  Create a personalized web experience that makes it easy for your prospects to navigate your site and find what they’re looking for.

5. 75% of consumers are more likely to buy from a retailer that knows their name and makes recommendations based on purchase history, according to Business 2 Community.

That’s almost three quarters of consumers seeking personalized recommendations and personalized content.  Don’t fall behind competitors that have already embraced web personalization software!

6. Epsilon Marketing discovered a huge 80% of consumers are more likely to do business with a company offering personalized experiences.

Customer experience is so important in 2019 — and digital personalization is a crucial element of that.

7. Personalized recommendations on a website homepage influenced 85% of consumers to buy, according to Instapage.

Product recommendation software is revolutionary for both businesses and consumers — upsell and cross-sell to existing customers, improve their user journey and entice them back with personalized marketing materials, offers and promotions.

8. McKinsey found personalization can increase efficiency of marketing spend by between 10 and 30%.

Personalization technology has a proven success rate when it comes to ROI — an age old concern for B2B marketers investing in technology.

9 Almost 80% of organizations exceeding revenue goals have a personalization strategy in place, according to Monetate.

It’s not just your website that will take off thanks to real time personalization software — your business will soon reap the rewards that personalization brings with it.

10 Instapage found that more than half of consumers are happy to provide personal information — just so long as it’s being used responsibly.

Data protection has impacted marketing — that’s a given. But it turns out that as long as it works in their favor and is used safely, consumers are happy to provide data.  The more quality data you have, the more you can do.  Build trust, follow the rules and make the most of information.

It’s pretty clear the personalization has its benefits, and rewards both the business and consumers involved.  It is the next evolution is personalized marketing and user experience — and the stats speak for themselves!  Add a personalized touch to your marketing approaches and take your website to the next level with web personalization tools and watch your website, business and marketing efforts take off.

See the power of personalization for yourself and discover Webeo.  Our dynamic website personalization software creates bespoke, personalized online experiences based on the website visitor.  Thanks to the leading global database of IP addresses, Webeo can tailor experiences based on the business the visitor is from.  From personalized calls to action to tailored language and industry appropriate imagery, this is the ultimate solution for previously static B2B websites.  If you want to learn more about the power of website personalization, you can find everything you need to know at Webeo Futures. And, if you’re thinking of introducing personalization to your website, request a demonstration today.

How real-time personalization software is changing marketing

“Personalization is the automatic tailoring of sites and messages to the individuals viewing them, so that we can feel that somewhere there’s a piece of software that loves us for who we are.” – David Weinberger, technologist, speaker and author

When it comes to modern-day marketing, it’s all about getting personal.  With access to hordes of data, users who are happy to share information to get a bespoke service, and readily available technology to make it all easier ⁠— there really is no excuse for mass marketing in today’s market!  According to SalesForce, 57% of consumers are willing to share personal data in exchange for personalized discounts, and 62% of consumers expect companies to send personalized offers based on previous purchases.  Personalized marketing presents a number of great opportunities.  Upsell and cross-sell to existing customers.  Send appropriate communications to warm leads to guide them along their user journey.  Greet visitors by name; welcome them back and create the ultimate account-based marketing experience.  The possibilities of personalization are vast — and there’s no doubt they’re growing!

“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” – David Meerman Scott, online marketing strategist and author

Marketing is often all about timing.  How often have you made a purchase because you saw the perfect product, in the right place, at exactly the right time?  That’s what real-time website personalization is all about.  Don’t shout into the void — give leads landing on your site exactly what the want and need to see.  As visitors land on your site, website personalization software tailors their experience based on who they are.  Using behavioral targeting, it feeds them personalized website content and personalized recommendations.  Here are five crucial statistics to show you how real time personalization is impacting marketing as we know it:

  • An Evergage study found that the vast majority of marketers — 87%, to be exact — report a measurable lift from their personalization efforts. A huge number of marketers embracing personalization are seeing success.  Thanks to improved recommendations and relevant content, marketers will see improvements to website optimization and appear higher up the search engine ranks, as well as notice a measurable ROI and benefit from a reduced bounce rate.
  • CMO found that marketers personalizing their web experiences see an average of 19% uplift in sales.  If maximizing sales, creating more revenue and acquiring new customers are all part of your wider business strategy, then personalization is your key to success.  Reap the rewards of a satisfied customer base and new clients!
  • Just 24% of marketers are utilizing website personalization, according to Evergage.  Although it’s not a new concept — personalization maturity is behind the curve.  The most successful brands — the Amazons, Facebook and Pandoras of the world — are lightyears ahead when it comes to personalized content.  Embrace it now, or risk falling further behind.
  • According to Business2Community, almost three quarters of customers are frustrated by website content that is not personalized.  Your customers expect site personalization.  They don’t just want it — they are actively annoyed when websites are not personalized to meet their needs and enhance their experience.  Adopt web personalization to create an experience that is memorable for all the right reasons — and not because they found your website frustrating.
  • According to Evergage, 45% of marketers don’t feel they have sufficient data and insights to drive effective personalization.  Personalization requires research, time and effort — you can’t rush it.  With almost half of marketers lacking what they need to succeed, you’ll be one step ahead by utilizing effective website personalization tools.  With so many available, it’s important to get it right.  Select a real time personalization software that is reliable, reputable, and makes use of high-quality data.  You can find out more about Webeo and its numerous benefits here.

“When you do successfully deliver hyper-relevant, right-moment, right-channel content, you’re more likely to be the email they’ll click on, the website experience they’ll engage with, or the social post they’ll share.” – Michael Brenner, CEO of Marketing Insider Group

Real time personalization is the final piece of the puzzle.  As marketing communications become more and more bespoke, a static, one-size-fits-all website becomes less useful.  If we’re tailoring the communications that drive traffic to our websites, then why should the page users land on be any different?  Streamline your personalization efforts with website personalization software.  Greet your dream clients, current prospects and existing customers with real time content personalization that meets their individual needs.  From personal greetings and relevant imagery to bespoke calls to action, your website visitors will receive an experience they won’t forget.

Webeo is a leader in website personalization technology, presenting multiple personalization options and an unmatched IP address database. Discover the power of personalization today and request your free demonstration today!

Why website personalization technology is the future of marketing

Personalization is growing, and it is doing it fast — there’s no denying that.  Every day, consumers and decision makers get busier, and marketing technology gets more and more advanced.  Buyers want to make purchases quickly and have all the information they need at their fingertips.  Marketers want to find and keep audiences that are engaged; salespeople want to work with hot leads and turn them into customers.  Businesses want to align sales and marketing teams to ensure both are working towards one crucial goal: the sale.  The solution to all of these developments lies in website personalization.  According to Content Marketing Institute, 71% of best-in-class B2B content marketers match their content to meet their decision makers’ needs.  If almost three quarters of successful business to business companies are embracing personalization, it’s not long until the remainder follow suit.

“Personalization is not a trend, it’s a marketing tsunami.” – Avi Dan, Marketer, Consultant and Forbes contributor

In 2019, marketers have so many possibilities.  The software available to marketing professionals is better than ever before.  It is speeding up processes, improving accuracy, freeing up time, and eliminating human error.  As more businesses embrace automation — it is clear that site personalization will only become more accurate and commonplace.  Personalized marketing has taken off in many other forms.  According to Instapage, personalized emails deliver six times higher transaction rates than impersonal emails.  When it comes to digital advertising, 79% of consumers will only engage with personalized offers that based on previous interactions.  And, content marketing has been impacted, too — 87% of consumers say personalized content influences how they feel about a brand.  If you are personalizing your marketing approaches — why should your website be any different?

Personalized web content is not a new idea — but so many businesses are behind the curve when it comes to dynamic website personalization.  Static and impersonal web pages no longer make the cut as consumers expect and demand personalization and customization.  The sooner businesses adopt personalization software, the better! Especially when we learn how fast personalization growing.  Here are ten statistics that prove how imperative web personalization is to success — and why it is the future of marketing:

  • According to Evergage, 88% of marketers say their customers and prospects expect personalization.
  • Accenture found that 56% of consumers are more likely to use a retailer if they are given a personalized experience.
  • 79% of organizations that exceed their revenue goal have a personalization strategy in place, according to Monetate.
  • Evergage found that 98% of marketers agree that personalization helps advance customer relationships.
  • CMO discovered 77% of marketers believe real time personalization is crucial.
  • 87% of marketers report a measurable lift from personalization, according to Evergage.
  • Infosys revealed that 31% of consumers surveyed wish their shopping experience was more personalized than it currently it.
  • A SalesForce survey found 52% of consumers would share personal data for personalized recommendations.
  • A Hubspot study revealed that personalized calls to action perform 202% better than default CTAs.
  • 74% of customers feel frustrated when website content is not personalized, according to Infosys.

The statistics speak for themselves.  Personalization is effective — it improves CRO, enhances customer experience, helps align sales and marketing teams and proves excellent ROI.  It gives you crucial insight into your customers — and as technology continues to develop, this will only get stronger and more valuable.  Website personalization improves customer retention and helps you create a loyal customer base.  This gives you the chance to recommend products, upsell and cross-sell effectively.  Using intelligent data, you can greet key accounts by business name, welcome back returning customers, and feed prospects content that matters to them. For B2B organizations, this is a crucial and powerful way to prove you are an expert in your prospect’s field. Learn how to implement a successful website personalization strategy here.

“If your message is irrelevant to them, people not only tune it out, but think less of your brand for not understanding their needs.” – Kerry O’Shea Gorgone, lawyer, podcaster, speaker and writer

According to Dynamic Yield, 33% of individuals confessed to being unable to effectively personalize the customer experience, and 36% admitted to treating users the same across all channels.  So much can change so quickly for marketers.  There is always a new ‘next big thing’ and an ever-growing mass of software and automation to help marketers along.  But if there is one thing that is clear, it’s that personalization isn’t going anywhere.  Stay ahead of the game and don’t rest on your laurels — discover the power of dynamic personalization before your competitors do!

Is website personalization the next step in your journey towards a totally personalized marketing experience?  Then it’s time to discover Webeo. Our global-leading website personalization software can take your business to business website to the next level and create unforgettable experiences for your customers. Book your demonstration today!

Why behavioral segmentation improves more than just email marketing

Email marketing has long been considered King when it comes to B2B marketing.  According to Imagination, email marketing is the third most popular marketing channel.  And, Procurious found that 73% of millennials prefer to use email for business communication.  So, it makes sense that marketers often prioritize it over other channels!  But, it’s crucial to consider the changing landscape of email marketing, and of marketing altogether.  With so much data at our fingertips, it is up to marketers to develop a personalized experience across all channels — and the benefits of implementing such a strategy are massive!  It’s time to adopt segmentation throughout your entire marketing approach.

“Personalization – it is not about first/last name. It’s about relevant content.” – Dan Jak

Market segmentation can skyrocket business email campaigns.  According to MailChimp, open rates are 14.32% higher in segmented email campaigns.  And, click throughs are more than 100% higher.  But it’s not just emails that segmentation can help take to the next level.  Segmenting your audience can positively impact all your marketing channels and have an all-round incredible effect on your business.  Behavioral segmentation is often favored for B2B organizations, especially as it has such a focus on the sale.  Segmentation can help B2B marketers gain an understanding of their key decision makers.  Getting to know how your buyers behave on the journey towards making a purchase is extremely valuable insight!  It can help you make predictions and recommendations.  Most importantly, you’ll be able to get the right product in front of the right person at the right time.

“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t” – Seth Godin

Customer segmentation is all about getting to know your audience.  Once you know who they are, you can establish what they like.  And, eventually, you’ll learn what they are like as buyers.  With so many options, it has never been more important to meet the needs of your customers!  If you are thinking of implementing a segmentation strategy, Webeo Futures can help!  We have hordes of information — from the basics of what segmentation is, to an overview of which segmentation strategy could be most effective for your business.  You’ll soon discover the myriad of benefits to your business!  Behavioral segmentation works by dividing your audience based on their digital behavior.  It predominantly splits customers based on one of the following variables:

  • Purchase behavior
  • Timing-based behavior
  • Usage rate segmentation
  • Loyalty status segmentation
  • Benefits sought segmentation

It is a key step in the personalization journey and brings benefits to all your marketing efforts.  Let’s start with at the beginning.  Segmentation helps with personalized communications, which in turn improves relevance.  According to an Epsilon study, Customers who click on recommendations have a 70% higher purchase rate!  So, by segmenting your audience and feeding each segment relevant content, customers will likely spend more with you.  This, in turn, will positively impact your conversion rate.  In fact, Econsultancy found 93% of companies see an uplift in conversion rates as a result of website personalization.  This is great news for your business as a whole!  A positive conversion rate brings with it so many benefits — from lowering your cost per lead to boosting your SEO.

More click-throughs and purchases mean more sales.  Marketers see an average increase of 20% in sales when using personalized web experiences, according to Smart Focus.  So, it’s worth considering segmentation if you’re looking to boost your sales.  It also helps tackle the age-old problem of proving strong return on investment.  McKinsey research found that personalization can deliver five to eight times the ROI on marketing spend.  There’s good news for customers, too!  Not only does segmentation bring tons of benefits to marketers, salespeople and business, but it also improves customer experience.  According to Evergage, 98% of marketers see personalization helps advance customer relationships.  This helps with retention, loyalty, upselling, cross-selling and reputation!  Phew — that’s a lot of rewards!  So, as you can see, segmentation can boost a lot more than just your email marketing.  Although, it does a stellar job of that, too!

As marketers, we focus a lot of effort driving prospects to the company website.  But what happens once they get there?  Segmented communications are great, but your website needs to match that quality.  According to Evergage, 11.4% of customers feel frustrated when website content is not personalized.  After spending valuable time and money leading prospects to your site — it seems a little behind the times to leave them to explore a one-size-fits-all website that may not meet their needs.  Website personalization can save the day!  Personalization software, like Webeo, creates bespoke customer experiences for website visitors.  The appearance, language and greeting will alter based on the user’s IP address, providing the ultimate personalized marketing experience.

Discover Webeo today. Our global-leading website personalization software will maxmize the return you see from your website and take your marketing to the next level. Book your free demo now!

How is behavioral segmentation changing customer experience?

“There is only one boss.  The customer.  And they can fire everybody in the company from the chairperson on down, simply by spending their money somewhere else.” – Sam Walton

As a society, we have so many options when it comes to purchasing products.  The marketplace is flooded.  Even something as simple as a water bottle comes with a whole host of unique selling points, factors to consider, and a legion of loyal customers.  With so much choice, standing out from the crowd has never been so vital to success.  And, in-turn, maintaining customer loyalty is more important than ever.  So, as marketers, what can we do to keep our customers interested?  Customer experience is your very best friend!

A one-size-fits-all approach will no longer cut it for the modern consumer.  Marketers need to be working towards personalization for their brand to succeed.  A personalized approach adds to the overall customer experience your company provides.  According to American Express, 33% of American customers say that just one instance of poor service can lead them to switch companies.  One miscommunication or bad transaction could cost you your biggest customer!  InMoment found that 50% of loyal customers have left a company for a more relevant competitor.  This is where behavioral segmentation is changing customer experience overall.

“The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.'”– Jamie Turner

Behavioral segmentation is changing the wants and needs of the modern-day buyer.  But more importantly, it is changing how marketers should view customer experience.  It should be considered an important part of the user journey.  And, is integral to your marketing and wider business strategy.  It works by splitting your audience based on the way they behave throughout their buyer journey.  If you want to delve deeper into the whos, whats, and whys of behavioral targeting, explore Webeo:Futures here.  We’re passionate about all things personalization — so if you’re looking to get to grips with what segmentation is, and the different ways to segment a market, it is a great place to start!

In short, there are a few different behavioral segmentation variables.

  • Purchase behavior
  • Timing-based behavior
  • Usage rate segmentation
  • Loyalty status marketing
  • Benefits sought segmentation

Each one presents a way of positively impacting customer experience.  Market segmentation means audiences receive tailored messaging and recommendations.  Marketers can capitalize on well-timed communications, reward loyal customers, and emphasize the benefits that matter most to each customer.  In turn, customers receive an experience that meets their needs as a buyer.  And, they are guided through their journey towards making a purchase.

Buyers are no longer happy to be tarred with the same brush and expect a personalized service.  Positive experiences matter to buyers, and they won’t settle for less!  The Temkin Group found that 65% of buyers feel receiving a positive experience with a brand is more impactful than great advertising.  Plus, 83% of buyers will pay more for a positive customer experience.  This should be pushing marketers to assess where their priorities lie.  And, not only does it draw customers in — it’s a crucial part of customer retention, too.  HubSpot found that 93% of customers are likely to make a repeat purchase if a company offers excellent customer experience.  The statistics speak for themselves!

Taking your customer’s digital behavior into consideration is pivotal in providing great customer experience.  Think about the last time you bought something online.  As a modern-day buyer, we crave efficiency.  According to Accenture, 75% of customers are more likely to buy from a retailer that knows them by name.  We’re willing to give away data if it makes our overall experience better.  MarketingLand found that 60% of shoppers are happy for their interests and behaviors to be used by retailers to deliver relevant offers and expedite their experience.  And, if we get a personalized experience, we’ll likely come back to you!  Millennial brand loyalty increases by 28% through receiving personalized communications, according to Smarter HQ.  This is important to consider for B2B organizations too, especially as millennials are fast moving into decision-making roles.

In a fast-paced, ever-evolving world, customers don’t have time for lazy marketing.  Especially business customers!  With so much quality data, software and options available, there is no excuse for generalized marketing in the now — or ever again!  Behavioral marketing revolutionizes the way marketers think about their audience.  And, it is a huge leap towards personalized marketing.  Your website should be the hub of your business and point visitors towards converting.  Website personalization is the icing on the cake and the future of online experiences!

Discover how website personalization can create the ultimate customer experience for your website visitors through site personalization!  Our leading software tailors customer experiences based on IP address for the ultimate in personalized marketing.  Discover Webeo and book a demonstration today!

Why behavioral segmentation beats demographics

B2B marketing isn’t easy.  And neither is segmentation marketing!  There is no definitive, one-size-fits-all solution when it comes to market segmentation.  Selecting only one can be tricky, and it may not actually be best practice.  In fact, to compete with the advances of technology, it is crucial to put more than one in place.  Using a clever combination of market segmentation criteria is the way forward.  For B2B organizations, behavioral segmentation has some advantages that stand out above other methods.  Especially when compared to demographic segmentation.

Demographic segmentation divides the market by subgroups of the population.  It has been a popular method for years.  But how useful is it for B2B marketers?  Well, we can look at the demographics of decision makers.  Their gender, age, education level, income, marital status and more.  Or, we can alter the demographic categories to meet a business context.  How old is the business?  What size is the business?  What is the revenue?  This information is useful but limited.  And, it relies on assumptions. In 2019, any marketing technique that relies on stereotypes seems somewhat outdated.

Decision-makers of the same age or gender won’t always want the same thing.  And two businesses of the same size may have completely different needs.  To assume they do, could do more harm than good.  Basing marketing decisions on assumptions is often an unreliable method.  As consumers crave and demand personalized content, demographics are becoming even less valuable.  There is a time and a place for demographic segmentation, and in some cases it works well.  But, for B2B marketers, there is a clear winner: data-fueled, insightful behavioral segmentation.

Behavioral segmentation has a primary focus on the way customers behave.  This is great for marketers; especially as they begin to align with sales teams.  According to HubSpot, 1 in 4 companies say they have misaligned sales and marketing teams.  This won’t come as a surprise if you know that 50% of sales reps waste time on poor prospects, according to Sales Hub.  These prospects were likely drawn in by marketers.  See where this is going?  Aligning goals and objectives is imperative to making that conversion.

For so long, marketers have focused on leading the horse to water.  But once we draw them in, we often leave them to their own devices.  Learning how customers behave on the lead up to making a conversion makes all the difference.  Marketers can help guide prospects towards a sale, and sales teams know when to pounce.  No matter what we’re buying, we all exhibit different behavior when shopping online.  Behavioral segmentation considers this and helps marketers point customers in the right direction. And, it considers several variables, too — so marketers can get to grips with valuable data.  And, in turn, they’ll see a great return on investment and improved CRO!

Look at the purchasing behavior of your audience.  There will be impulsive customers and hesitant buyers.  Some shoppers trawl the internet looking for the best price; others are happy to pay more to get the job done fast!  Segmenting audiences this way does incredible things for your marketing approach.  If you know a buyer is impulsive, not only can you feed them relevant products, but you can also upsell and cross-sell.  If a client is hesitant — or likely to leave a product in their basket for longer than you’d like — create a sense of urgency.

Find out when your customers want your product.  How often do they use it?  Do they buy it regularly or only on occasion?  Are they using it to its full effect?  Gaining this information opens a whole world of timing and usage-based opportunities.  Send helpful reminders and prompts to renew or buy more.  Make sure you’re in front of your audience when they need you and remind them that you’re there even when they don’t.  Behavioral segmentation also enables marketers to get inside their customers’ heads. Segment based on the benefits sought from you and gain new unique selling points.  Segment based on loyalty, and you know exactly who and where to focus on.  Find out who to reward, and who you’ll need to work on to entice back.

Behavioral segmentation relies on quality data.  This data is a little harder to get hold of than your standard demographics.  But valuable data brings valuable opportunities.  So, put in the time, effort, or budget you need to get to know your customer segments and their buyer behavior.  The knowledge you’ll gain is beneficial to your business and you’ll reap the rewards.

Webeo enables users to create personalized website experience for its visitors.  Using segmentation, users can determine the experience customers receive.  Loyal customers, key accounts and target market segments get an unforgettable experience.  Greet visitors by company name, and display imagery that meets their needs.  Discover the power of website personalization software and request a demonstration today!

Is technology the end of segmentation?

Ever-improving technology has us asking all kinds of questions.  Will technology replace my job?  Can artificial intelligence do it better than we can?  Will robots take over the world?  Of course, some are more realistic than others.  While some tech-related questions present debates that are light-years away — some are valid.  Especially considering the rise and growing success of marketing automation.  According to Invespro, the MA landscape is thriving.  And, it’s proving powerful!  It drives an average of up to 14.5% increase in sales productivity.  It sees a 12.2% reduction in marketing overhead.  And, 80% of marketing automation users saw an increase in leads thanks to the software.  So, it’s doing something right!

The more advanced technology becomes, the more marketers are capable of.  Not only does it speed up and streamline processes, but it can cut the need for some processes altogether.  Even the ones that have stood the test of time; like customer segmentation.  This process helps marketers divide their audience into groups that share similarities.  They can establish their target market and give them they content they need.  This is where we find ourselves asking: could technology be the end of market segmentation?

Marketing software can access a myriad of valuable data.  And with great data, comes great marketing opportunities!  With increased ability to personalize, and a demand for individualization — is segmentation over?

The answer isn’t simple.  It isn’t over, but it is evolving — undergoing a re-brand, if you will!  To remain relevant, segmentation needs to adapt to keep up with growing options.  The more data marketers can get their hands on, the more tailored their communications can be.  Technology means segments will eventually be as narrowed down as possible: to the individual consumer.  This is what we know as personalization.

So, how can segmentation evolve to keep up with marketing software?  There are a few different ways it can compete with and support technology.

First, marketers can use it as a tool to aid personalization.  Using segmentation in partnership with high-quality data is a recipe for success.  This is great when establishing your dream customers, for example.  By segmenting your existing customers, you can see who your ideal audience is.  Then, using readily available data, marketers can explore similar companies that fit these criteria.  Without first segmenting, marketers wouldn’t know what to look for.  And without the advancement of technology, acquiring data would be much tougher.  See? A match made in heaven!

Next, applying more than one of the types of market segmentation at a time could become the norm.  There are several to choose from; but combining a few helps whittle you audience down.  Use demographic segmentation, psychographic segmentation, geographic segmentation and behavioral segmentation together to gain incredible customer insights.  This leaves little to the marketer’s imagination and removes the need for guesswork.  Advanced technology grants us access to this data, making it easier than ever to get hold of.

Finally, marketers need to understand that things change fast.  Segmentation must evolve; and so must your marketing messages.  What once worked for your target audience may no longer be relevant.  The rate at which our interests change has never been faster thanks to the internet.  Stay ahead of the game and on top of your data.  Keep an eye on changes, learn from mistakes, and adapt processes for ultimate success.

Personalization isn’t a new concept.  Website visitor tracking, for instance, in its most simple form, goes back as early as the 1990s.  And, even then, it was reliant on technology to work.  However, marketers are still behind the curve when it comes to adopting total personalization.  According to Dynamic Yield, marketers are at the beginning of their personalization journeys.  Only 5% of marketers use data to find personalization opportunities through machine learning.  And, 61% of companies don’t have the time or budget in place to make the most of personalization.  So, in the meantime, segmentation is quite safe!

The segmentation process has its flaws, of course.  Tarring everyone with the same brush isn’t always effective.  And, it can sometimes do more harm than good!  But customers will always share similarities and exhibit similar behaviors.  That’s a fact.  While marketers work towards personalization, segmentation provides excellent insight and helps tailor communications.  For businesses that can see personalization on the horizon, segmentation is crucial.  Especially if you want to see an improved CRO and ROI.

Epsilon Marketing found 80% of consumers prefer to do business with a company offering personalization.  Market segmentation is a key step when it comes to website personalizationWebeo is a leading personalization software, offering unlimited personalizations.  By segmenting audiences, businesses gain an understanding of their most valuable clients.  Your website is the hub of your business and the aim should be making visitors convert to customers.  Especially visitors from your key accounts or target segment. Discover the power of personalization and request a demo today!